Some analysts are calling this era a retail apocalypse. In the US this year, 8600 stores shuttered and Credit Suisse predicts that a quarter of all malls in the US will close in the next five years. Amazon currently makes up 5% of total US retail sales and in the next five years will grow to own half the online market.

Those are tectonic shifts in retail and retailers are scrambling to figure out how to compete. Naturally, much of this work focuses on adopting the strengths of Amazon — efficiency, recommendation algorithms, personalization, etc. And yet retailers can’t expect to out-Amazon Amazon.

Dave Gilboa, co-founder of Warby Parker, recently toured Amazon’s futuristic new Go store in Seattle. “Play that concept forward and you can imagine this dystopian experience where you have no human interaction at all,” he says.

Warby Parker has taken a completely different approach with physical retail, focused on curated merchandising, in-store experience, and products that can’t be found everywhere. They’ve already opened 60 stores. Target is ramping up in-house product development and redesigning 1000 stores by 2020.